Tough Question Number 4: Why should I buy a car from you versus
anyone else?
In most cases, the stuttering and stammering will continue. Most
people will tell you that you should choose them because of price,
service or selection. In the car business, this means absolutely
nothing.
Low price in the car business is an empty promise. All vehicles are
priced based on supply and demand in the marketplace. So you will
likely get a very similar price no matter where you shop. But if a
dealer is promising a price that is too good to be true, then it
most likely is…too good to be true. They will make up the difference
in the back room by tacking on additional fees.
Service is another poor answer to this question. Service should be
expected by you. It should not be a selling feature of a dealership.
Providing good service should be a requirement, not a bonus. But
sadly, most people who promise good service fail to deliver. It’s
far easier to talk about good service than it is to deliver it.
Finally, selection. The power of selection is a myth in the car
business. Almost every dealer visits the auction at least once per
week. A caring dealer can find any vehicle you want within a matter
of days. So this makes the physical selection at the dealership very
unimportant. It’s just one more thing to talk about.
You should buy a car from someone who is able to give you a quick
and powerful answer to this question…someone who actually provides
something beneficial to you.